Book Description

BLOGGING TO DRIVE BUSINESS

USE BLOGGING TO SUPERCHARGE SALES,
CUSTOMER LOYALTY, INNOVATION, AND PROFITS

Blogging can help you deepen customer
loyalty, reach new customers, gain indispensable feedback, and
drive more sales. This no-nonsense guide shows how to craft a
business blog that does all that, and more—building your
business and increasing your profits. Top e-marketers and business
bloggers Eric Butow and Rebecca Bollwitt help you define clear
goals, generate the right content with the right tools, attract
visitors, build communities, and avoid costly mistakes. They draw
on their own extensive experience, as well as the work of
innovators from companies such as Intel, Starbucks, ING Direct,
Procter & Gamble, and Tumblr.

WHATEVER YOUR ROLE IN THE BUSINESS,
YOU’LL LEARN HOW TO:

Launch a blog that truly represents the
best of your business

Create a comprehensive, long-term blogging
strategy to maximize
the return on investment (ROI) from your blog

Staff your blogging initiative

Integrate blogs with other offline and
online marketing programs,
including social networking websites

Use your blog to drive customers and
prospects to the business

Push up-to-the-minute information to
customers via RSS

Build a thriving online
community—and learn from what it tells you

Manage comments (and decide whether to
have them)

Operate successful contests and
sweepstakes campaigns on your blog

Utilize podcasts, vlogs, microblogging,
and other new techniques

Gain business value from hot new Web 3.0
technologies, including widgets,
mashups, personal agents, and the Semantic Web

Track your blog performance, spot and
respond to trends, and translate and
report data you receive from your blog